Pacifica Hotels, an owner/operator of boutique hotels across California and Hawaii, has appointed Mike Lerman as regional director, operations. In this role, he will oversee the day-to-day operations, strategic planning and performance optimization across a portfolio of the company’s West Coast properties.
Lerman brings more than 15 years of leadership experience in the hospitality industry, with a focus on luxury and lifestyle hotel operations and new property development. Most recently, he served as VP, operations at Outdoor Citizen, where he led the operational strategy for a new brand of outdoor-focused resorts supporting everything from brand development to investor relations.
Prior to that, he served as dual GM with Evolution Hospitality, where he led the opening and operations of six Marriott-affiliated lifestyle hotels, including the TETRA Hotel. His experience also includes senior roles with Waterton and Fairmont Hotels & Resorts.
“Mike’s depth of experience in lifestyle hospitality, combined with his innovative approach to hotel operations, makes him a tremendous asset to our team,” said Scott Roby, president, Pacifica Hotels. “His ability to build culture, lead through complexity and deliver memorable guest experiences aligns perfectly with our mission and values.”
In his new role, Lerman will focus on supporting property-level teams, optimizing performance across assets and guiding new openings and repositioning efforts throughout the portfolio.
“I’m honored to join a company that’s truly committed to thoughtful hospitality and bold, place-based experiences,” he said. “Pacifica Hotels is uniquely positioned in boutique coastal travel, and I’m excited to contribute to that vision.”
